Foxtel launches long-awaited total audience measurement system: ‘It’s really all about playing to the corporate advertisers’ commitment to digital’
Foxtel Media has used its 2025 Upfront to officially launch its long-awaited total audience measurement solution to capture and report the viewing habits of its 4.8 million linear and streaming subscribers.
Foxtel first announced its partnership with Kantar Media in 2023, and brands and agency partners will be able to trade on the transparent, auditable combined linear and streaming measurement solution by the end of the year.
The company explained: “Viewing data dating from January 2023 onwards for the Foxtel Group’s flagship streaming services including Kayo Sports, BINGE, Foxtel Go and Foxtel Now, has been processed by Kantar Media. The data now sits alongside set top box data and means Foxtel Media customers have a complete view of their audiences in one location, enabling them to easily understand how viewers are engaging with content across services and devices.”
The audience measurement service has “ingested, processed and analysed” 24 months of linear data collected through more than one million Foxtel set-top boxes.
Foxtel has been sending analysed data to sports partnership clients to track the weekly delivery of campaigns since February, and began integrating linear viewing data into ad infrastructure platform Mediaocean in October.
“Our goal in building a total audience measurement solution was simple: to give our clients the tools to find their audiences, access accurate data, and ensure their media investments deliver real returns,” explained CEO CEO Mark Frain.
“By having everything in one place, brands and agencies can seamlessly bring in research partners and focus on what truly matters – maximising ROI. Foxtel Media is committed to providing open, reliable data, so you can make the best decisions for your campaigns.
“We’re incredibly proud to launch this total audience measurement solution and we look forward to continuing our incredible momentum into 2025.”
Foxtel’s streaming boss Julian Ogrin elaborated further when speaking to Mumbrella.
“It’s really all about now playing to the corporate advertisers’ commitment to digital,” he said.
“Premium digital video is the biggest opportunity to actually promote your brand or to get your message across to multiple audiences at scale. And clearly we have been always closely aligned with this, when you think of our, initially it was Kayo and BINGE, circa three million streaming customers, but broadly, if you think about it, the Foxtel group, it’s 4.8 million.
“And what they have always been saying is, whether it’s a Foxtel-related customer or a streaming-related customer, we just want one currency and we wanna be able to know where to target and how to go. Really, what we’re announcing is having one econometric model that gives a corporate advertiser the ability to know where to target, but also know how to optimise.”
Ogrin said Foxtel has been “listening to our corporate advertising partners and clients for the best part of two years”.
“Where we’ve landed and what we’re announcing is simply just putting that into place, formalising it. And then piggybacking that with all the targeted audiences at scale that they’re looking for, whether it be through Kayo, whether it be through BINGE, whether it be through Foxtel, giving them that one currency, multiple brands, scalable targeting messaging that they can get to.
“It’s as simple as that.”
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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With the impending closure of our Foxtel bundle with Telstra TV, we are officially out.
After many decades of subscribing to Foxtel, we are ending our subscription.
Better streaming services are out there with better offerings at a more economic price point.
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I would like to know when will Foxtel release, show their Ratings to the Public like OzTam do??
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